Not every watchmaker needs a mission statement, but it can help to focus minds on a core direction for a brand.
Carl F. Bucherer has decided to take the plunge with an official motto — Treasuring Values — aiming to frame its activities this year.
“Carl F. Bucherer has long been dedicated to both the fine art of precision timekeeping and the significance of the moment. In doing so, the Swiss watchmaker focuses on the lasting values of sustainability, tradition, excellence, and innovation. It actively adheres to these four maxims, with its exceptional products and handcrafted movements, long-standing partnerships and enduring commitment. For this reason, the Swiss watchmaker has applied the official motto “Treasuring Values” to its modern pursuits since 2019,” a statement from the brand says.
Two of the company’s key values are philanthropy and sustainability, which has led to a number of collaborations this year including supplying a watch to this year’s Only Watch charity auction and the partnership with the Manta Trust charity that helps to conserve the oceans and the natural habitats of the manta ray.
Its latest contribution to the Manta Trust is a new Patravi ScubaTec Black Manta Special Edition, featuring a recycled plastic strap, which will raise money and awareness for the charity.